CSM's John Yemma on his paper's plans for the switch to online-only

Posted by Emma Heald on March 27, 2009 at 10:42 AM

The World Editors Forum held its first webinar on Wednesday with Christian Science Monitor Editor John Yemma. The CSM is due to publish its last daily print edition today, Friday 27 March, and switch to a predominantly online publication, with a weekly print product. The issue is a particularly pertinent one at the moment, following the Seattle P-I's move to web-only last week and Ann Arbor News's switch this week.

Yemma stressed that the CSM's decision was a true plan, rather than just a crisis response: the idea was discussed for two years and the decision taken months ahead of time, in October, so the paper has had time to thoroughly develop its strategy, and to consult its readers. Yemma was clear that the changes are all aimed at allowing journalists to concentrate as much as possible on original content production, which he maintains is the most crucial aspect for success.

The paper's print and online demographics are currently very different, explained Yemma, and the journalists will have to adapt their writing accordingly as the web audience becomes a priority, rather than an afterthought as is originally was. Journalists will adopt a more web-friendly style of shorter articles, with the aim of updating the website as frequently as possible. The paper will also try to utilise more contextual linking within stories to keep people on the site, and possibly include some 'smart' aggregation, carried out by a human editor. The paper's new CMS is easy-to-use, which is essential, Yemma added, rather than having staff go through a complicated training procedure.

The weekly print product, which will be 48 pages and distributed over each seven day period, will have longer, more substantial pieces with a more continuous voice, and will be aimed at the print daily's demographic which tends to be older and female. Subscriptions will be automatically converted. The paper will also provide a paid daily email service which readers can print themselves; it will contain full articles rather than just headlines. The newsroom's layout is being reorganised to reflect the changes, as is the timing of the day.

Yemma does not see the paper's new model necessarily lasting for years and years in the current uncertain media climate, and seems willing to adapt as necessary. It remains to be seen whether the CSM's strategy will work financially, but it does seem to be well thought out. Will others follow in its footsteps?

For more information on accessing the recording of the webinar, please contact John Burke at jburke@wan.asso.fr

Source: WEF webinar